Friday, September 19, 2008
Direct Marketing Links
As always on a Friday, I'm happy to share some of the interesting articles I've been reading this week. Enjoy!
I'm a sucker for predictions of the future, so I was very pleased to find this video that recaps recent developments in computing, including the rise of social media and changes in e-commerce. It also projects out to 2015 (it predicts the demise of the 4th Estate, the press). This is definitely worth a listen.
Snail Mail Goes Digital
Great news for direct marketers. New technology is coming (to be introduced in May 2009) from the US Postal service that will allow businesses to track the movement and delivery of each piece of mail sent. This means that you'll know exactly when a prospect has received your piece, allowing you to time telemarketing or email follow-up precisely. Conversely, if a customer tells you that the 'check is in the mail', you can track their payment and know exactly when to expect it (or verify that, indeed, the check was sent). This technology will be a boon in measurement and tracking. Good news, indeed.
99 Marketing Tips
Speaking of measurement--the Johnson Direct blog (Marketing That's Measurable) is offering a book on how to make your marketing more measurable. At no charge, this sounds like a worthwhile investment :)
Coined by the Marketing Geek's blog (doncha love that name?), the idea of information as a competitive advantage is intriguing. "Information arbitrage is occurring when a marketer takes advantages for his own brand over other brands due to one of three potential arbitrage situations: More Information, Better understood Information, Better used Information." Good food for thought here.
More on Lead Nurturing
The B2B Lead Generation Blog has an excellent post on lead generation and nurturing. It also happens to be an excellent complement to my post on the same topic.